Salyer American looking to build its brand
Salyer American looking to build its brand
Lyn Hughes, who for the past three-and-a-half years has boosted the "Birds Eye Fresh" brand in the produce industry with the development of licensing agreements for a number of commodities, has left that company for a position as senior director of sales and marketing for Salyer American, based in Salinas, CA, effective Aug. 1.
In her new role at Salyer American, Ms. Hughes will assist in identifying and developing new business opportunities as well as spearheading new product development and packaging innovation.
"Salyer American has been a quiet company but one that is known for its quality, service and integrity," Ms. Hughes told The Produce News. "I will be looking to build the brand to the trade and then eventually at the consumer level."
One of the ways to build the Salyer American name in the eyes of consumers is to include information on the product packaging, said Ms. Hughes, who explained that research has shown that consumers want usage ideas and recipe and nutritional information on the products they buy. She said that it is a relatively inexpensive method to boost a company's name compared to television spots and print ads in national consumer publications, which can be costly and difficult to measure in efficacy.
While at Birds Eye Fresh, Ms. Hughes was instrumental in securing licensing agreements for grapes and mushrooms, as well as value-added products including "Table Toppers," a line of easy-to-prepare vegetable side dishes. Replacing Ms. Hughes at Birds Eye Fresh is Rhett Smith, who has worked at the company for the past 15 years. Mr. Smith has a degree in horticulture from Oklahoma State University and has 20 years of experience buying agricultural products.
Regarding the addition of Ms. Hughes, Larry Ryan, vice president of sales and marketing for Salyer American, said in a statement, "I'm excited about the industry experience and knowledge that Lyn will bring to Salyer American as well as her fresh perspective and innovative spirit. Salyer American is well positioned in the western vegetable deal, and I believe that Lyn will enhance our commitment to quality product and complete customer satisfaction."
Ms. Hughes, a native of Orange County, CA, said that the move to Salyer is especially exciting since she has had a desire to return to California. Prior to Birds Eye Fresh, she spent 14 years with Los Alamitos, CA-based Frieda's Inc. in the business development area.
Established in 1986, Salyer American Fresh Foods Inc. is a vertically integrated company that controls its vegetables from seed to harvest to shipment. It provides year-round quality supplies under the "American Classic," "American Pride," and "Blue Chip" labels.
In her new role at Salyer American, Ms. Hughes will assist in identifying and developing new business opportunities as well as spearheading new product development and packaging innovation.
"Salyer American has been a quiet company but one that is known for its quality, service and integrity," Ms. Hughes told The Produce News. "I will be looking to build the brand to the trade and then eventually at the consumer level."
One of the ways to build the Salyer American name in the eyes of consumers is to include information on the product packaging, said Ms. Hughes, who explained that research has shown that consumers want usage ideas and recipe and nutritional information on the products they buy. She said that it is a relatively inexpensive method to boost a company's name compared to television spots and print ads in national consumer publications, which can be costly and difficult to measure in efficacy.
While at Birds Eye Fresh, Ms. Hughes was instrumental in securing licensing agreements for grapes and mushrooms, as well as value-added products including "Table Toppers," a line of easy-to-prepare vegetable side dishes. Replacing Ms. Hughes at Birds Eye Fresh is Rhett Smith, who has worked at the company for the past 15 years. Mr. Smith has a degree in horticulture from Oklahoma State University and has 20 years of experience buying agricultural products.
Regarding the addition of Ms. Hughes, Larry Ryan, vice president of sales and marketing for Salyer American, said in a statement, "I'm excited about the industry experience and knowledge that Lyn will bring to Salyer American as well as her fresh perspective and innovative spirit. Salyer American is well positioned in the western vegetable deal, and I believe that Lyn will enhance our commitment to quality product and complete customer satisfaction."
Ms. Hughes, a native of Orange County, CA, said that the move to Salyer is especially exciting since she has had a desire to return to California. Prior to Birds Eye Fresh, she spent 14 years with Los Alamitos, CA-based Frieda's Inc. in the business development area.
Established in 1986, Salyer American Fresh Foods Inc. is a vertically integrated company that controls its vegetables from seed to harvest to shipment. It provides year-round quality supplies under the "American Classic," "American Pride," and "Blue Chip" labels.
